Aakanksha Sharma Email & Phone Number

Menlo Park, CA, US

Leading ad measurement strategy for auto clients to maximize business goals efficiently while navigating online privacy ecosystem changes and macro-economic headwinds. Evangelize the importance of measurement best practices like incrementality over attribution, strategic test and learn, signal resilient measurement focused on long term business growth.

New York, NY, US

Lead all Marketing Measurement programs, marketing reporting and media tracking at Saks

New York, NY, US

Lead Marketing Mix Modeling program for all of Hudson Bay's business units (Saks, Saks Off Fifth, Lord & Taylor, Hudson Bay)

New York, US

⦁ Led onshore and offshore team of 5+ people to improve clients’ marketing strategies by building enterprise level marketing mix models for leading names across retail, automotive and consumer goods verticals ⦁ Collaborated with media agencies for effective advertising measurement and optimal media budget allocation and forecasts ⦁ Identified key growth.

Miami, Florida, US

• Used statistical modeling tools to build marketing mix models for multiple CPG/ Retail clients to measure marketing ROI and understand drivers of sales
• Provided revenue optimization opportunities of up to $15 Mn for leading retail/ CPG clients
• Optimized multiple budget scenarios through simulations for future marketing plans
• Aided better informed decision making for clients through answering critical business questions
• Prepared and presented detailed data review for clients for marketing mix modeling process. Coordinated with client and vendors to collect data for the same.
• Managed end to end projects including aligning checkpoints and deadlines for internal/ client facing analytics and presentation

Rye Brook, NY, US

• Developed multiple customer/prospect segmentation and revenue forecasting models using statistical tools like SAP Infinite Insight for focused direct marketing and telemarketing efforts
• Single point of contact for several client accounts and led multiple presentations to clients on new models & analysis
• Created detailed model extracts for data analysis using SQL and maintained and updated relational databases
• Conducted square inch analysis and recognized multiple recurring inefficiencies in catalog space allocation. Recommended strategy to reassign listings adopted for future use by client.
• Developed data driven marketing strategy for national and international clients by conducting big data analysis.Built RFM reports and undertook Lifetime Value Analysis for multiple clients.
• Undertook data extraction/ data manipulation to analyze large quantities of transactional/ PII data using SQL queries/advanced excel functions and provide actionable insights.

New York, NY, US

• Analyzed transactional & macro-economic variables to forecast revenue using linear regression and back-testing.
• Lead a team of four students for weekly presentation of analysis, forecasting results and recommendations to client
• Led and delivered final presentation to the client on the models (accurate to within 1.5%) which contributed to generating additional revenue

London, England, GB

• Successfully delivered biggest ever campaign for Horlicks in the North West Indian Market making it one of the most recalled brands of the year
• Proactively negotiated multiple content integrations for more brand impact saving INR 15 Mn
• Successfully analyzed detailed data to prepare strategy for relatively media dark markets, paving the way for further research in the arena leading to new revenue generation for the agency
• Youngest member in the team to mentor a junior leading to his successful promotion
• Created new data formats & simplified existing ones for better time efficiency for client and agency
• Provided optimum media solutions for biggest GSK Horlicks and successful brand launches - Horlicks Gold, Foodles, Sensodyne, Horlicks

London, England, GB

• Increased ROI by 153% by developing and executing prime time branded content program on national Indian channel to increase audience involvement with brand and significant increase in key brand parameters.
• Won prestigious national media awards in India - Silver in Goafest 2009 for Best Branded Content and Bronze in Emvies 2009 for Best Television Innovation
• Presentation on digital media for Ponds through analysis of data and uncovering consumer insights. Laid foundation for the brand’s entry into the medium and increased revenue of INR 10 Mn for the agency
• Conceptualized/ customized integrated media solutions and developed analytical tools for more efficient planning
• Insured smooth media rollouts for Ponds and Vaseline by being key point of contact for media vendors, creative & research agencies, buyers and client

Gurgaon, IN

• PR Coordinator for leading national broadcast networks and other brands
• Continued to assist the PR Executive (part time) post completion of the internship

Mumbai, Maharashtra, IN

• Undertook web content analysis for clients like Westin Group of Hotels, Reebok among others as PR Trainee

IN

• Undertook comparative study of Corporate Social Responsibility activities of SAIL, NTPC, ONGC, IOC and TISCO

Master Of Business Administration (Mba), Marketing & Information Systems

B.A. (Hons.), English Literature

Master Of Business Administration (Mba), Communication Management